The measurements you take must be geared toward outcomes that matter to you. This allows your organisation to see what works, to identify where improvements can be made, and to learn from results when making decisions about the future. Impact measurement and the results produced provide a powerful tool for communicating what your organisation does. Transparent reporting promotes trust and confidence among donors, and allows you to talk to funders and bid for contracts with tangible evidence of your outcomes. Also in a broader context, being able to articulate your impact enables you to inform the public about your work — raising awareness not only of the issues that concern you, but also of the things you have achieved.